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PROCTER & GAMBLE
FUMBLE FRENZY

AT THE SUPER BOWL

To generate excitement for Procter and Gamble at the NFL Experience during Super Bowl Week, Allied Experiential designed and produced the “Fumble Frenzy” –  a six player competition that rewarded players who recovered the most footballs.  The set also included a custom, shoppable P&G product display wall & sampling station and the Pampers Airstream which featured upscale changing/nursing rooms.

Each “Fumble Frenzy” player stepped up to a lever operating a giant helmet branded with one P&G brand including Gillette, Head & Shoulders, Olay, Old Spice, Pampers and Tide.  Throughout the six days of the promotion, players competed to recover the most footballs in one-minute rounds.  Prizes included Amazon gift cards and the chance to win a pair of tickets to Super Bowl LIV.  Professional sports announcers and a roaming emcee introduced each player and called each game.

Brand Ambassadors and Cheerleaders managed the crowds, totalling almost 100,000 people, and pumped up the players.  In a custom-built sample hub, guests were able to scan QR codes to receive a sample bag filled with Olay, Tide, Gillette and Pampers products to take home.   

Captured in the Miami Convention Center, Miami on 01 Feb by Paul Taylor.
Fumble Frenzy
Captured in the Miami Convention Center, Miami on 30 Jan by Paul Taylor.
Fumble Frenzy
Captured in the Miami Convention Center, Miami on 29 Jan by Paul Taylor.
Fumble Frenzy
Fumble Frenzy
Captured in the Miami Convention Center, Miami on 01 Feb by Paul Taylor.
Fumble Frenzy
Captured in the Miami Convention Center, Miami on 26 Jan by Paul Taylor.
Fumble Frenzy
Fumble Frenzy
Captured in the Miami Convention Center, Miami on 01 Feb by Paul Taylor.
Captured in the Miami Convention Center, Miami on 29 Jan by Paul Taylor.
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